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Not all customers want to be rewarded in the same way. Even though they may look the same in your customer database based on demographics and psychographics, what is important to one customer may not be of any interest to the next despite other similarities they may share. Understanding your customers and their needs is the critical first step in rewarding them appropriately. This is how to begin to unlock their power to become advocates for your business.

Speak Their Language

In a popular book called The 5 Love Languages,3 written by marriage and family life expert Dr. Gary Chapman, you can read about the five different ways people in relationships say “I love you.” They are as follows:

1. Words of Affirmation

2. Quality Time

3. Receiving Gifts

4. Acts of Service

5. Physical Touch

Applying some of the principles from this book, we can also learn something about how customers want to be “loved.” Understanding what is important to your customers is vital to making them feel valued by your organization.

Words of Affirmation

This takes the form of appreciation and recognition expressed in a written or verbal fashion. For the type of customer who responds to this “love language,” it is important to hear phrases such as “You are valuable to us,” “You are one of our best customers,” or “We really appreciate your business.” As long as these words are conveyed sincerely, and not offered up to just anyone, they will speak volumes to these customers.

Quality ...

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